Ranked #1 in the World
The following post on global strategy is by Thunderbird students Gael Marchal, Hardy Drackett, Kali Poza, Robert Bigot, Venkat Srinivasan and Veronica Borrowdale
“We must protect this house” is Under Armour’s rally cry. Since its inception in 1996, Under Armour has been seen as an improbable success story in an extremely developed and competitive industry. It effectively created the performance apparel market, a blue ocean within the sports apparel industry. However, in broadening its brand the company has failed to protect the market it created. Under Armour recently has made several strategic missteps compromising its unique position. Its failure to make difficult trade-offs and CEO Kevin Plank’s inability to articulate a clear strategic focus will ultimately dilute the Under Armour brand and hurt the bottom line. Read the full article in Thunderbird Student Projects, a blog on the Thunderbird Knowledge Network.
April 24th, 2013 at 12:15 am
Really impressed! Everything is very open and very clear reason of issues
April 24th, 2013 at 12:16 am
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April 29th, 2013 at 6:09 pm
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May 1st, 2013 at 10:50 pm
Haha, it’s cool, they’re with me. I am well aware that I have many mistakes peppered throughout my blog (I just wrote that so I could use the word peppered) but it might help you to know that I often write most of these posts at around 2 in the morning while watching movies or drinking a beer or 5